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TORONTO, July 6 /CNW/ - The Salvation Army, today, released the results of its 2010 National Red Shield Campaign, reporting a nine percent increase over 2009. The month-long annual campaign held each May raised $2.7 million in 2010, versus $2.47 million last year. The campaign came up slightly short of its $2.75 million goal, which was the estimated amount needed to serve a growing client base nationwide. This $240,000 increase in donations is welcome news given that demand for Salvation Army services grew by more than 25 percent in 2009.

"I want to recognize and thank donors who helped us achieve almost 99 percent of our fundraising goal," says Graham Moore, Territorial Secretary for Public Relations and Development of The Salvation Army in Canada and Bermuda. "Unfortunately, over the last year, the demand for the services that we provide has continued to increase, showing just how much the recent economic recession has affected ongoing problems such as homelessness and poverty."

The 2010 May Campaign coincided with the release of a new report, "Poverty shouldn't be a life sentence: A report on the perceptions on homelessness and poverty in Canada," which surveyed a representative sample of Canadians to understand where perceptions exist and realities emerge on the issues of homelessness and poverty.

In particular, the report showed that approximately three million people, or one in nine Canadian adults, have worried about or personally experienced homelessness. The results also indicate that while the public has a heightened awareness of homelessness and poverty, these two problems continue to grow.

The National Red Shield Campaign has been a May tradition in Canada for more than 90 years. Funds raised during the campaign directly support those living in poverty through Salvation Army social services like emergency shelter care, substance abuse counselling and employment training services. Each year, The Salvation Army serves more than 1.5 million people in more than 400 communities across the country.

Financial contributions can be made by visiting www.SalvationArmy.ca, by calling 1-800-SAL-ARMY (725-2769), by mailing donations to The Salvation Army, 2 Overlea Blvd., Toronto, ON M4H 1P4 or by dropping off financial donations at the closest Salvation Army facility in your area.

Donors can also support the work of The Salvation Army by texting HOME to 45678 from most wireless phones in Canada. A $5 donation will be added to your monthly wireless phone bill.

About The Red Shield Campaign:

The National Red Shield Campaign is an annual fundraising and public awareness campaign held throughout the month of May. The Salvation Army utilizes online, phone, direct mail and door-to-door appeals to solicit donations from generous Canadians. Giving to The Salvation Army offers an opportunity to invest in the future of marginalized and overlooked people in your community. 86 cents of every dollar raised by The Salvation Army goes directly to support those in need.

About The Salvation Army:

The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and everyday in 400 communities across Canada and more than 120 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. When you give to The Salvation Army, you are investing in the future of marginalized and overlooked people in your community.